The study builds and tests a framework investigating the determinants of customer engagement with luxury brands on social media platforms.

The study builds and tests a framework investigating the determinants of customer engagement with luxury brands on social media platforms.

This study examined the effect of the trust of a restaurant brand on the quality of brand relations centered on the mediating effect of brand promise. The survey was conducted on September 18, 2018 to October 2, 2018, with a total of 707 end users, who are under the age of 19~59, using the restaurant brand for the last six months. The panel survey was conducted by distributing a questionnaire address (URL) email through an online questionnaire. As a result, if you apply the parameters of brand commitment between brand trust and brand relationship quality, brand promise an important role and influence. In particular, only one of the three elements of differentiation, consistency and continue, which are sub-dimensions of brand promise, was continue. This means that consistently long term continue are paramount between brand trust and the quality of brand relationships. These results can be applied to the brand marketing and operations of catering companies.

본 연구의 목적은 국내 레스토랑 이용객의 서비스 실패 후 감정변화에 영향을 미치는 실패 귀인 요소, 그리고 고객의 브랜드 관계 품질이 서비스 실패 귀인 지각에 대한 환원효과를 검증하는 것이다. 본 연구의 시사점으로는 귀인이론은 귀인이론과 귀인적 이론으로 구분할 수 있는데 한 모형에서 귀인이론에 영향을 미치는 개인 신념과 귀인 후의 감정반응 간의 영향관계를 통합적으로 측정하는 연구는 미미하다. 신념(BRQ: Brand Relationship Quality)-귀인-감정 3단계 모형을 구축하고 충돌 감정 반응(분노 VS동정)의 독립성을 같이 검증되었다. 먼저, 감성적BRQ(친밀감 및 사랑)은 통제가능성 귀인에 미치는 환원효과가 있는데 행동적BRQ(상호의존)은 통제가능성 귀인에 미치는 확대효과가 있는 것으로 나타났다. 관리적 관점에서 레스토랑 관리자는 고객의 서비스 실패의 반복 발생 가능성 지각을 낮추고 고객의 동정을 환기해야 한다. 통합적으로 레스토랑 관리자는 고객의 서비스 실패 귀인 지각을 잘 조절하고 고객의 BRQ이 감정반응에게의 영향효과를 환원시켜야 한다. 여러 가지의 서비스 회복 방안을 수립하고 귀 인을 잘 조절해야 한다. 뿐만 아니라, BRQ은 각각 분노 및 동정에 다른 효과(확대VS환충)가 있기 때문 에 고객 BRQ의 특성에 따라 다른 서비스 실패 회복 방안을 제시해야 한다. 예를 들면, 이성적 BRQ 고객에게 금전 보상이나 공정성 거래, 친밀감 및 사랑 고객에게 감정배려, 상호의존 고객에게 호혜성 설득 등 방안을 상황에 맞게 개발해야 한다. 본 연구는 서비스 실패 후 귀인의 매개효과를 탐색적으로 검증하 였는데 BRQ-귀인-감정 과정에서의 여러 가지 조절요인을 고려하지 않는 한계점이 있다. 따라서 추후의 연구에서 서비스 실패 강도의 조절효과를 고려해야 하고 더 완전한 모형을 구축해야 한다.

Despite important theoretical implications seldom research exist regarding the impact of luxury parent brand status signaling on the evaluation of horizontal line extension through the moderating role of extension authenticity, quality and fit. The luxury literature review revealed that despite important theoretical implications seldom research exist regarding the impact of luxury parent brand status signaling on the evaluation of horizontal line extension through the moderating role of extension authenticity, quality and fit. Research has examined how consumers use luxury goods to signal their status or relative position in social hierarchies (Berger & Ward 2010; Dubois et al., 2012; Geiger-Oneto et al., 2013; Kastanakis, & Balabanis, 2014) but until the current study the luxury literature could not support the extent to which status signaling impact line extension’s evaluation through the moderating role of extension authenticity (Spiggle, Nguyen, & Caravella, 2012; Beverland & Farrelly, 2010; Morhart et al., 2015; Guèvremont & Grohmann, 2016). Previous studies have found that authenticity can be to emotional attachment (Morhart et al., 2015), help pursue personal goals (Beverland & Farrelli, 2010), or relevant to brand identity, status and equity (Guevremont & Grohmann, 2016). Surprisingly, none of these studies has empirically tested this important relationship. This study’s contribution to the literature is important as it empirically confirms that in launching a new line extension, a luxury parent brand’s status signaling will directly impact the extension’s evaluation. In the process, the perceived authenticity of the extension proves to affect the evaluation significantly if the perceived quality and fit of the extension are taken into consideration in the measurement framework.

The Chinese fashion market, which has typically been dominated by luxury brands, is expanding more into mid- to low-end fashion brands including global SPA (Specialty retailer of private label apparel) brands. This change in the Chinese fashion market is due to the growth of the middle class in China. The advance of the Chinese middle class is attributed to the fact that the wages of large city workers is improving due to the development of various industries, particularly IT. Recently, the Chinese government has initiated an anti-corruption movement, which has led to the prohibition of luxury goods consumption, and so the interest of Chinese potential fashion consumers has moved to the mid-to low-end fashion products imported from developed countries. In addition, young Chinese consumers' positive attitude toward online shopping is favorable for foreign mid-to low-end brands. These changes in the tastes of Chinese fashion consumers are favorable for Korean fashion brands in particular for several reasons. First, the Korean fashion industry does not have a history of producing luxury brands, but does produce many good mid- to low-end fashion brands. In addition, Chinese tend to consider Korean fashion and food culture as more developed and preferable due to the success of the Korean wave. Lastly, it is easy for Korean practitioners to offer online shopping and customer service. The emergence of mid- to low-end fashion brands started in Korea in the late 2000s when global SPA brands entered the market. Unlike Korea's soho brands, which are based on the "No-brand" strategy, global SPA brands have actually shaken up the market by offering reasonable prices for Korean domestic brand products that are of similar quality. Since then, consumers’ willingness to pay for clothing has been reduced even further in the Korean market even though the low-growth trend in the economy has stabilized. So, it is very important to analyze and study the consumption tendency for low and mid-priced fashion brands among both Chinese and Korean consumers. The purpose of this study was to investigate how Chinese and Korean consumers perceive the personality of mid- and low-priced fashion brands and how such personality affects brand loyalty, commitment, and perceived quality. Brand personality is a vital area of research since fashion products are a type of consumer good that is consumed by users close to the body and which can express the self and the personality to others. Aaker (1997) developed a brand personality measurement scale consisting of five dimensions which many researchers have used in exploring the brand personality dimension in various industries. In the study of fashion in particular, the dimension of brand personality has been explored and its effects have been analyzed. However, most of the research has focused on luxury or high priced brands. Also, the research has not compared cultures such as China and Korea in this regard. Therefore, this study explored how Chinese and Korean consumers perceive some of the mid- to low-end priced brands originating in Europe and Korea. Also, the research examined how multiple dimensions of brand personality affected perceived quality, commitment, and brand loyalty. This study assumed that perceived quality and commitment may mediate the relationship between brand personality dimensions and loyalty. In order to conduct quantitative research, this study adopted scales from the previous literature to measure the variables used in the research model. A professional online research company conducted the survey, which was designed to be administered only to potential consumers of mid-and low-priced fashion brands who had purchased one or both European and Korean brands which were suggested in the survey. Also, gender (female), residential area (Seoul, Beijing, Shanghai), and age (21-39 years old) were controlled for. In this research, the European origin brand was the global SPA (Zara, H & M, ONLY), and there were eight Korean brands, including “Style Nanda,” which is popular in China (Refer to Table 1). The data collected on the 250 Korean and 250 Chinese participants were analyzed using statistical package SPSS 20.0. The brand personality dimension was explored using factor analysis which applied Varimax rotation based on the principle component method. As a result, even though the items included were found to be somewhat different according to the country and origin of the brand, the brand personality dimensions of the European global brands turned out to be similar and reflected “TRENDY, SINCERITY, AND COMPETENCE.” Also, Chinese consumers’ perception of brand personality in Korean brands was found to be similar to their perception of European brands. However, Korean consumers’ perception of Korean brands, which are of course their own brands, was more diverse reflecting “TRENDY, SINCERITY, COMPETENCE, AND OUTGOING.” This seems to be because Korean consumers may have had more chance to experience Korean brands either online or offline through visiting stores or being exposed to a variety of marketing communications. Thus, because there are more Korean brands than European, Korean consumers may be able to have an accurate perception of the personality of Korean brands. The conceptual model of the current research includes the relationships among multiple dimensions of brand personality in perceived quality, commitment, and loyalty. Also, the mediating effect of quality and commitment between brand personality and loyalty was examined. In order to test the hypotheses, hierarchical multiple regression using SPSS was analyzed and is described in Table 2 in relation to European brands and in Table 3 in relation to Korean brands. As expected, brand personality dimensions that were found to be a significant factor in perceived quality, commitment, and loyalty were likely to vary based on Chinese or Korean perceptions. For Korean consumers’ perception of global brands, while TRENDY was likely to be the most powerful personality dimension forming brand loyalty, its impact on loyalty seemed not to be mediated by quality but rather by commitment. Also, the influences of COMPETENCE on loyalty were mediated by quality and commitment. For Chinese consumers’ perception of global brands, the impacts of SINCERITY as well as TRENDY on loyalty were found to be mediated by quality and commitment. In addition, COMPETENCE seemed to have a rather direct impact on quality, commitment, and loyalty without a mediating effect. For local brands, Korean consumers did not seem to rely on brand personality or commitment when considering brand loyalty. Since the R2 did not improve at all with adding mediating factors such as quality and commitment, there was found to be no mediating effects in the Korean cases for local brands. In particular, while TRENDY directly impacted loyalty, OUTGOING was found to be significant only in its impact on quality. On the other hand, all three dimensions of local brand personality turned out to be significant influencers on loyalty and quality for Chinese consumers. The impact of TRENDY and COMPETENCE on loyalty seems to be mediated by quality and commitment. In this study, we found that mid- to low-end fashion brands seemed to reflect valid brand personality according to the brand’s origin (global vs. local) as well as consumers’ culture (Chinese vs. Korean). Also, the effect of brand personality dimension was different. This study contributes to the study of brand personality and the Chinese fashion market by comparing a conceptual model of the consumption behavior of Chinese and Korean consumers in relation to mid and low-priced fashion brands and brand awareness formation. In particular, the research revealed differences between Chinese and Korean consumers, suggesting different approaches for Korean fashion practitioners who are planning on entering China, which has not only a similar market to that of Korea but also one that is familiar to Korean practitioners.

Customer equity can estimate customer lifetime value for the company (Rust et al, 2004). The firm can make proper marketing strategy with customer equity. Customer equity can both satisfy consumers and make a profit for the company (Lemon et al., 2001).So we built a model to connect service quality and customer equity to study how to prove the competitive power of traditional market. In this paper we used customer satisfaction and brand attitude as mediating variables since Store brands have become an important contributor to retail differentiation and basis for building store loyalty (Dodd and Lindley, 2003) and in retail market customer equity varies with customer satisfaction( Pappu and Quester 2006). Considering that Chinese economic growth rate was slowing down, traditional market is being a priority for Chinese Government to relieve severe export pressure and employment pressure. In this research we would like to study the relationships among service quality, customer satisfaction and brand attitude and how they influence customer equity in traditional markets. Through this study we also find out how to competitive power of traditional market through managing CLV and proving service quality

This study investigated the relationship of fashion brand SNS characteristics, relationship quality (satisfaction, trust, and commitment) and purchase intention. The study focused on Facebook and also examined the difference between fashion involvement groups. This study targeted consumers who have used fashion brand Facebook and are aged between 20s and 30s. Data collection was conducted through surveys, and a total 205 questionnaires were collected for the final statistical analysis. The major findings of the study were as follows. First, three characteristics of fashion brand SNS, which were entertainment, interactivity, and providing information, influenced positively on SNS users' satisfaction. Entertainment had the greatest influence on satisfaction, and providing information and interactivity followed. Second, satisfaction for fashion brand SNS influenced positively on trust and commitment. Also, trust to fashion brand SNS demonstrated a positive influence on commitment. Third, trust and commitment on fashion brand SNS both influenced positively on purchase intention. Fourth, the fashion involvement groups showed differences in fashion brand SNS characteristics, relationship quality, and purchase intention. The high involvement group showed much higher results in all aspects then did the low involvement group. Based on the above results, this study has a significant value which suggests directions for future research. Also, this paper is expected to provide managerial implications to fashion companies which need to develop SNS marketing strategies.

Recently, the increasing power of distributors has given them the opportunity of introducing private brand (PB) products. Based on the game theory, this study analyzes the decision making of a distributor regarding the optimal pricing and quality strategi

본 연구는 매력적인 도시브랜드개성 창출과 이의 활용을 위해, 도시의 문화자원의 도시브랜드개성에 미치는 영향을 규명하고, 관광객과의 호의적인 관계 구축 및 충성도를 이끌어내기 위한 방안을 도출하고자 시도되었다. 실증분석결과는 다음과 같이 요약된다. 첫째, 도시 문화자원은 문화프로그램, 문화인프라, 문화인력으로 구성된다. 둘째, 도시브랜드개성은 혁신성, 평온함, 세련성, 신뢰성, 역동성으로 각각 분류되었다. 셋째, 도시의 문화자원은 도시브랜드개성 형성에 정(+)의 영향을 주며, 각각 상의한 역할을 하는 것으로 나타났다. 넷째, 도시브랜드개성은 도시브랜드만족도와 도시브랜드몰입도에 각각 정(+)의 영향을 준다. 다섯째, 도시브랜드 만족도와 도시브랜드몰입도는 도시브랜드 충성도에 각각 정(+)의 영향을 준다. 이와 같은 결과는 효과적인 도시의 문화자산은 독특한 도시브랜드개성을 창조하며, 지속가능한 경쟁 우위 원천으로써, 도시의 매력을 효과적으로 전달하는 커뮤니케이션도구임을 시사한다.

IP Telephony service was restricted to an outgoing call and low quality since the trust domestic IP Telephony service launch of Saerome co. Ltd, in Jan. 2000. However, Interest of IP Telephony service, which is substituted for PSTN, has been highly elated because of the developed equipment softswitch and new technology. This kind of importance and marketing of VoIP are recognized to telecommunication providers. With this trend, they try to administrate customer satisfaction and invest R&D to survive in this hard competition and unexpected change. To achieve this objective, they should try to realize the searching process of the quality decision attribution (QDA). However, there is little research on the aspect of service quality of Internet telephony so far. For this, the investigator established the tangibles, the reliability, the responsibility, the assurance, the empathy, the charge with information sources as core elements. In order to examine the influence of IP Telephony service upon the attitudes toward a brand and the purchase intention.

Today, consumer needs are diversified, continually changing and differentiated. Under the market conditions of unlimited competition to satisfy those needs, businesses focus on relationship-building with customers, as well as on quality of Services. As a result, in this era of consumer-centered brand marketing, brand identity is surfacing as a competitive edge that a company can benefit from for a long time : this is related to the fact that people want to know why a consumer selects and purchases a certain brand out of so many others.

As the service quality measurement has been developed, various fields of service quality measurement have evolved. Especially the development of the mobile communication service and its status has been watched with keen interest. The growth of mobile communications has not developed alone. It evolved with the growth of the mobile communications company and the device manufacturer. This research investigates the mutual relation sand influence between the service quality and the device quality. This is a distinguished phenomenon within the existing research. Currently in Korea mobile devices can be purchased independently of network provider; however, there are also arrangements whereby the manufacturer supplies devices through only selected service providers. The model of service quality measurement is not a simple fragment model for the service quality anymore. It is required to establish the ultimate model for the service quality to determine if the customer differentiates between the device and service quality. Knowing if a customer differentiates between device and service can aid strong brands when deciding which partners to select for collaborative strategies. The aim of this research is to determine the significant difference between the models of service quality measurement based on differing levels of brand awareness.

Upon the basis at the end of March 2005, we have the 38.91 million cellular phone subscribers over the country and the total diffusion rate of the cellular phone is reached up to 76.1%. At this moment, it can be said the most people use it since the demand is still going on. Turning to the operation company, this is serviced by the SK Telecom, LG Telecom, and KTF, and there are at least 6 manufactures producing it including Samsung, LG, KTF ever, Motorola an d SKY. Most users periodically change the service vendor to the others for buying new model or changing the service vendor. It is understood the customer's action occurred by the differences of the brand cognition. In this study, along with some parameters including the difference of the vendor's difference of satisfaction (mobile telecommunication, product), and the possibility to buy the product again, I am going to find out the relationship between the satisfaction of the provider's service.

The purpose of this study was to analyze the effect of the consumer-brand relationship quality on revisit intent and recommendation intent in the family restaurant. The questionnaires were distributed to 320 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were conducted from November,10 to 24,2005. The 287 questionnaires were responded, and 15 unusable questionnaires were excluded, then 272 were used for the final analysis(response rate: 85.0%). The result of this study showed that 3 constructs(self-connective attachment, satisfaction and intimacy) of consumer-brand relationship quality have significant effects on the revisit intent(p<.01) and 2 constructs(satisfaction and intimacy) of consumer-brand relationship quality had significant positive effects on the recommendation intent in the family restaurant(p<.01) It meant that as consumer-brand relationship quality became stronger, the customer's revisit intent and recommendation intent became greater. As a conclusion, the foodservice manager in the family restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship especially emphasizing on satisfaction and intimacy in order to increase the revisit intent and recommendation intent of customers.

도자기 산업의 국내 수요확산과 국제시장에서의 경쟁력확보를 위한 실태조사 및 문제점을 분석하고, 도자기 산업발전을 위한 개선방안 수립 및 고부가가치 브랜드상품의 개발을 위한 구체적인 방안을 도출하여 관광상품 발전계획과 연계하는「관광상품 발전계획-도자기브랜드화」의 발전전략 개발과 실천프로그램 개발을 목적으로 하며, 또한 미국, 일본, 영국 통의 도자기 산업발전과 브랜드 전략과 도자기제품별 인증기준과 활용실태 등 해외 도자기산업 실태을 사례 조사하여 도자기 상품과 세계적 브랜드 제품과의 갭을 분석 벤치마킹 가능부문 활용방안을 모색하려 한다.

전북 유통브랜드 쌀과 국내 및 수입쌀과의 품질특성을 비교한 결과를 요약하면 다음과 같다. 1. 전북유통브랜드 쌀의 품종은 일미가 대부분을 차지하였고 그 외 신동진, 일본계 품종, 여러 품종이 섞인 일반계 품종이었다. 2. 전북우수브랜드와 전북 외 우수브랜드 쌀의 시기별 품질변화에서 완전미율과 맛에 영향을 주는 수분함량, 식미값 등은 큰 차이가 없었으나 평균 완전미율은 전북 우수브랜드 쌀 95.3%, 전북 외 우수브랜드 쌀 94.2% 전북일반브랜드 쌀 89.1%였으며 전북우수브랜드 쌀과 전북 외 우수 브랜드 쌀은 동등한 품질을 나타내었다. 3. 국내쌀과 수입쌀의 외관특성 비교에서 국내쌀의 장폭 비는 1.87로 미국산 수입쌀이나 태국산 수입쌀의 2.24, 3.33 보다 작았으며 수입(중국)쌀 장폭비는 1.84로 국내쌀과 같은 단립종의 특성을 나타내었다. 4. 국내쌀의 단백질함량은 6.2%로 미국산 수입쌀 6.1%와 비슷한 함량을 나타내었고 완전미 함량도 90%이상이었다. 5. 전분호화 특성을 알아 본 결과 최고점도는 중국산 찐 쌀이 가장 낮았고 치반점도, 최종점도 등은 태국산 수입쌀이 가장 높았다. 6. 국내쌀과 수입쌀을 비교한 취반특성은 취반미의 식미를 결정짓는 요인 중의 하나인 부착성(Ad)/경도(H)의 비가 국내쌀과 미국산 수입쌀이 높았으며 태국산 수입쌀이 가장 낮았다. 7. 국내쌀과 밥쌀용으로 국내에 유통된 수입쌀 비교에서 외형적 형태는 미국산 수입쌀과 차이가 났지만 품질은 동등하였고 중국산 수입쌀과 찐쌀의 품질과는 차이를 나타내었다